Management Control of Marketing Research
Open Access
- 1 August 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (3) , 267-277
- https://doi.org/10.1177/002224376900600301
Abstract
While marketing research does not readily lend itself to control and evaluation in the traditional business management sense, techniques do exist and are used for this important function. The authors review various approaches for keeping the research effort productive and for evaluating its contribution to the firm.Keywords
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